쾌락적 제품과 실용적 제품의 묶음판매 전략이 소비자 구매의도에 미치는 영향 연구: 구매가격제시 프레이밍과 온/오프라인 구매를 중심으로

박종탐,이경은,나운봉 한국상품학회 2018 商品學硏究 Vol.36 No.6

본 연구는 보다 효과적인 묶음판매 전략을 구축할 수 있는 실무적 시사점을 제공하고자, 소비자들의 묶음제품에 대한 구매심리에 중점을 맞추어 묶음제품의 유형에 따라서 어떻게 가격을 제시해주고, 어떤 경로를 통해 제품을 구매하는 것이 묶음판매 전략의 큰 효과를 가져 올 수 있는지 실험을 통해 검증하였다. 검증결과, 첫째, 쾌락적 제품의 묶음판매 전략은 실용적 제품의 묶음판매보다 소비자들의 구매의도에 더 큰 영향을 미쳤다. 둘째, 전체가격제시 프레이밍은 실용적 제품의 묶음판매보다 쾌락적 제품의 묶음판매 구매의도에 더 크게 영향을 미쳤다. 셋째, 분할가격제시 프레이밍은 쾌락적 제품의 묶음판매보다 실용적 제품의 묶음판매 구매의도에 더 크게 영향을 미친 것을 확인하였다. 넷째, 온라인과 오프라인 모두 쾌락적 묶음제품이 실용적 묶음제품보다 구매의도에 더 큰 영향을 미침을 발견하였다. 이는 묶음판매 전략의 주 효과가 가격할인이라는 점에 있어서 저렴하게 두 개 이상의 제품을 구매할 수 있다는 묶음제품 판매로 인한 편익에 소비자들의 마음이 집중되어 구매채널의 차이 없이 쾌락적 묶음제품의 효과가 더 크게 났다. This study provides a practical implication for establishing a more effective sales strategy. We focused on buying psychology of bundled products of consumers and tested them through experiments. How to present the price according to the type of bundled product is effective, and how to buy the product through a certain path can have a great effect on the bundling sales strategy. First, the bundle sales strategy of hedonic products had a greater effect on consumers' purchase intention than bundled sales of utilitarian products. Second, overall pricing framing has a greater impact on bundle purchase intentions of hedonic products than bundled sales of utilitarian products. Third, the presentation of the price as a split has more influence on the purchase intention of bundle sales of utilitarian products. Fourth, both online and offline, hedonic products have more influence on purchase intention than utilitarian bundled products. This is because the consumers' minds were concentrated on the convenience of purchasing products cheaply through the bundle sales strategy, so the effect of the bundle of hedonic products was greater without any differences in the purchase channels.

Fashion and audio branding: The analysis and interpretation of luxury fashion marketing concepts

Yulia Malenkaya,Aliona Andreyeva 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.4

Fashion and music serve as the key identity markers in any historical period. In the 21st century the symbiosis of fashion and music as the interdependence of visual and audio constituents of time has found its development in the frame of marketing theory, which links the branding of luxury fashion apparel with audio branding. The article contains an analytical review of contemporary luxury fashion marketing concepts, as well as the analysis of audio communications being used by high-end fashion brands. The specific aspects of the contemporary luxury fashion market, such as multidimensional product perception, emotional drivers of buying behavior, hedonic and aesthetic motives of consumption are discussed in terms of their dynamics and in relation to the latest brand-management concepts and approaches. Audio communication is considered in a broad socio-cultural context of music semiotics, from the perspective of modern media and is interpreted with reference to the development of key fashion brand equity drivers. As a result, three strategies of brand-management based on the conscious use of music are distinguished: luxury strategy, fashion strategy and interaction strategy. The authors formulate key techniques, formats and methods of building fashion brand equity via audio-communication with reference to familiar cases from business practice.

한국과 중국의 문화에 따른 광고 차이에 관한 연구 : 소구방식, 광고 및 표현전략, 문화패턴의 차이를 중심으로

서영택,심성욱 한국광고PR실학회 2017 광고PR실학연구 Vol.10 No.4

본 연구는 한국과 중국의 문화정향 및 가치의 차이가 양국의 광고에 미치는 영향을 이해하기 위해 진행되었다. 본 연구의 목적은 기존의 연구 성과들을 바탕으로 유사한 문화권에 속해 있는 한국과 중국은 일정한 문화적 차이에 의한 광고거리가 존재한다는 가정 아래 양국의 문화가치적 이해와 국내 기업이 보다 효과적으로 중국시장에 진출하기 위한단서들을 제시하고자 한다. 연구결과 중국은 광고소구와 광고전략에서 이성적·정보적소구와 정보적 전략을 많이 사용하고 있으며, 한국은 감성적 소구와 감성적 전략을 많이사용하고 있는 것으로 나타났다. 또한 한국은 수평적 가치가 중국은 수직적 가치가 광고속에 많이 포함되어 있는 것으로 나타났다. 본 연구결과는 중국시장에서 비즈니스를 진행하고 있는 국내기업들의 효과적인 광고마케팅 전략수립에 의미 있는 시사점을 제공할수 있을 것으로 기대한다. This study aims to understand the influences from cultural differences between two countries that cause Korean and Chinese advertising. The study results show more rational appeal and informative strategies are applied in Chinese advertising than in Korean advertising, on the other hand, more emotional appeal and hedonic strategies are applied in Chinese advertising than in Korean advertising. In addition, the vertical value of culture is more presented in Chinese advertising than in that of Korea however the horizontal value of culture is more presented in Korean advertising than in that of China. The study results can provide useful information for the enterprises which tries to make inroad into Chinese consumer market. to set up effective and successful advertising & marketing strategies.

헤도닉 가격 모형을 이용한 국내 쇠고기 산업의 경쟁력 강화 방안

노수현 ( Su Hyon Rho ),이태호 ( Tae Ho Lee ),이승인 ( Seung In Lee ) 한국축산경영학회,농업정책학회(구 한국축산경영학회) 2015 농업경영정책연구 Vol.42 No.4

The purpose of this paper is to analyze the main factors of product differentiation of Hanwoo (Korean native cattle) beef over imported beef and other Korean beef and to chart the future challenges and directions of policy targeting an increase of the competitive power of domestic beef industry. The analysis is based on the monthly grade report from 2000 to 2013 on the domestic beef carcass published by the Korea Institute for Animal Product Quality Evaluation (KAPE). The hedonic approach, proposed by Rosen, was adopted as the basic analyzing tool of this paper. At the wholesale phase, the values of the characteristics that are used for beef quality grading are analyzed in order to identify differentiating factors of the beef, and these values are analyzed yearly. The result demonstrates that species and gender of beef cattle were the most deciding characteristics which determine beef price and marbling degree and maturity were the important characteristics next to them. It was found that the value of species has a decreasing trend while that of marbling degree has an increasing trend. The value of back fat layer was found to decrease as time elapses, and those of yellow colored fat and maturity further than No. 8 drop significantly. Texture value were found to increase annually. We attempt to provide several policy implications which can strengthen competitive power of the Korean beef industry based on these results.

Application of Korean Standard Quality Excellence Index for Strategic Quality Improvement Planning in Korea

( Sangwook Park ),( Nina Shin ),( Soongeun Lee ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2

Purpose: As an ongoing pursuit of quality excellence, Korea continues to perform annual product quality evaluation based on Korean Standard Quality Excellence Index (KSQEI) across multiple industries by representative customers and experts in each industry. As a result, KSQEI has been providing a reliable quality measurement to the customers while providing a guideline for quality improvement planning to the firms. This study analyzes the current level of product quality in Korea and investigates the impact of quality elements on consumer``s satisfaction. Methodology/Approach: The most recent KSQEI measurements are analyzed in order to assess the current level of product quality in Korea. Comparisons of weighting methodologies are performed based on AHP, entropy, and a compromised weighting approach. Multiple linear regression analyses are also conducted to identify the effectiveness of product and hedonic quality elements on consumer``s satisfaction. Findings: The quality improvement priority orders vary depending on the chosen perspective of objective or subjective methodological tool Additionally, the implicit inferences indicate that firms need to set up improvement strategies by considering consumer``s satisfactory group as well as firm``s unique differences. Research Limitation/implication: This study has been performed based on the scope of Korean quality index measurement, KSQEI, which is a representative national quality evaluation system. The index has been initially designed as a generic model to evaluate the product quality within domestic environment. Therefore, feedbacks of global consumers were not available for this study. Originality/Value of paper: This research is based on the most recent results of KSQEI through which national quality levels have been measured for 100 firms over 20 industrial groups. For each industry, 717 respondents (90% consumers and 10% experts) on the average have been surveyed in order to assess the product quality, hedonic quality, and consumer``s satisfaction. This study reveals the current level of product quality in Korea and delineates both the importance of weighing methodologies and the prioritization strategy using consumer``s satisfactory group when employing KSQEI for quality improvement.

쇠고기의 품질차별화 전략을 위한 속성가격분석

한성일,이상영,박민수,정호근 한국농업정책학회, 한국축산경영학회 2001 농업경영정책연구 Vol.28 No.1

This article applies Hedonic price theory to estimate the attribute prices of beef. Result shows that the difference between attribute prices is dependent upon breed, quality attributes, quantity attributes in order. This indicates that current wholesale pricing reflects the grading standards very well. Also, under current beef grading system, the attribute prices clearly reflect changes in the attribute level of beef. For each farmer, quality differentiation strategy is to make a decision on which attribute level is possibly improved given breeding technology. Thus, to produce higher value-added, farmers should be able to consider their management skills from every angles prior to quality differentiation.

국제광고에 있어서 광고모델유형이 광고태도 및 브랜드 태도에 미치는 영향 : 제품유형의 조절적 역할을 중심으로

김명숙,허종호,야오디 한국국제경영관리학회 2010 국제경영리뷰 Vol.14 No.3

국제광고에 있어서 주된 관심사는 국제광고를 전 세계적으로 표준화할 것인지, 아니면 국가별로 현지적응화 할 것인지를 결정하는 것이다. 이러한 이유로 지난 30년간 이에 대한 연구가 수행되어왔다. 그럼에도 불구하고 국제광고에 대한 기존 연구에서는 제품특성이 광고활동의 표준화와 현지적응화를 결정하는데 있어서 영향을 미칠 수 있음에도 불구하고 이에 대해서는 충분한 주위를 기울이지 않았다. 이에 본 연구에서는 다국적 기업인 로레알의 화장품 광고를 활용하여 국제광고에 있어서 광고모델유형이 광고태도 및 브랜드 태도에 미치는 영향에 있어서 제품유형의 조절적 효과를 살펴보았다. 이를 위해 본 연구에서는 2(광고모델유형: 표준화 모델 vs. 현지적응화 모델) X 2(제품유형: 실용적 제품 vs. 쾌락적 제품) 집단 간 실험설계(between-subjects factorial design)를 적용하여 가설을 검증하였다. 분석결과, 광고모델유형이 광고태도 및 브랜드 태도에 미치는 영향에 있어서 제품유형이 조절적 역할을 하는 것으로 나타났다. 즉, 실용적 제품일 경우에는 표준화 광고모델이 현지적응화 광고모델보다 광고태도 및 브랜드 태도를 높이는데 있어서 더 효과적이었다. 반면에 쾌락적 제품일 경우에는 현지적응화 광고모델이 표준화 광고모델보다 광고태도 및 브랜드 태도를 높이는데 있어서 더욱 효과적인 것으로 나타났다. The key concern in the international advertising has centered on whether to standardize or to adapt international advertising across borders. For these reasons, research on this topic have been conducted over the past three decades. Nevertheless, the existing research on the international advertising has not paid enough attention to product characteristics that influence the decision to either standardize or to adapt advertising activities. Therefore, the present study investigates how the differential effect of ad model type in the international advertising is moderated by the product type using L'Oreal cosmetics ad. Specifically, using 2(ad model type: standardization ad model vs. adaptation ad model) X 2(product type: utilitarian product vs. hedonic product) between-subjects factorial design, we test hypothesis. The results indicate that there is a significant interaction effect between ad model type and product type in attitude toward the ad and attitude toward the brand. That is, standardization ad model is more effective than adaptation ad model at increasing ad attitude and brand attitude in case of utilitarian product. On the other hand, adaptation ad model is more effective than standardization ad model at increasing ad attitude and brand attitude in case of hedonic product.

중국시장에서 글로벌 문화 포지셔닝 광고 전략의 효과에 관한 연구

김명숙,황리핑 한중경상학회 2013 한중경상연구 Vol.12 No.1

중소형 빌딩 특성이 매매가격에 미치는 영향분석 - 부동산 특성과 매수인 특성을 중심으로 -

송혜진,박문수 한국주거환경학회 2023 주거환경(한국주거환경학회논문집) Vol.21 No.4

시대 변화에 따라 중소형 빌딩의 가격결정요인이 변화한다, 이와 관련된 상가점포에 관한 연구는 다수 존재하지만, 중소형 빌딩의 특성이 매매가격에 미치는 영향에 대한 연구는 부족한 실정이다. 본 연구는 중소형 빌딩의 특성이 매매가격에 어떠한 영향을 미치는지를 실증 분석하였다. 그 연구결과는 다음과 같다. 환승역세권의 중소형 빌딩은 매매가격에 정(+)의 영향을 미친다. 둘째, 대지면적이 넓고, 공시지가 수준이 높은 중소형 빌딩은 매매가격에 정(+)의 영향을 미친다. 셋째, 연면적이 크고, 공간활용을 위해 부득이하게 위반건축물이거나 많은 층수(지하층 포함)를 가지고 있는 중소형 빌딩은 매매가격에 정(+)의 영향을 미치지만, 경과연수 및 주차대수 요인은 중소형 빌딩 매매가격에 부(-)의 영향을 미치는 것으로 나타났다. 마지막으로, 매수인의 유형 중 법인여부는 중소형 빌딩은 매매가격에 정(+)의 영향을 미치지만, 상경투자 여부는 중소형 빌딩 매매가격에 부(-)의 영향을 미치는 것으로 나타났다. 따라서 중소형 빌딩 투자주체는 빌딩 특성과 매매가격을 고려하여 취득, 운영 및 처분을 결정하여야 한다. As times change, the factors influencing the prices of small and medium-sized buildings also change. There have been numerous studies on commercial establishments examining the impact of changes in phosphorus, but there is a lack of research on how the characteristics of small and medium-sized buildings affect sales prices. This study empirically analyzes how the characteristics of small and medium-sized buildings affect their sale prices. The findings are as follows. Small and medium-sized buildings with a large land area and high official land prices have a positive (+) effect on the sale price. Second, small and medium-sized buildings with a large floor area, as well as buildings that have violated regulations or have large floor areas (including underground floors) for space utilization, have a positive (+) effect on the sale price. However, the number of years that have passed since construction and the availability of parking have a negative (-) effect on the sale price of small and medium-sized buildings. In addition, it was found that the price of small and medium-sized buildings was affected by the type of buyer, a corporate investors had a positive (+) effect on the sale price. Therefore, small and medium-sized building investment entities should make decisions regarding acquisition, operation, and disposal while considering the characteristics of the building and the trading prices.